The marketing strategy of Renault Hungary aims to increase its market share by 10% and its sales revenues by 15 to 20% in all market segments throughout the year 2003.
The objectives of the company can be achieved by introducing a new marketing strategy that is based on personalised interior and exterior design of the cars. As the focus is on the new generation, we have selected the following models from itsexisting portfolio: Twingo, Clio, and Megane. The repositioning accompanies a strong advertising campaign, that is applied to attract new customers from competitors, or to win new ones from the yet untouched potential target groups and to retain persistent customers by frequent commercials.
The most important tools included in the communication mix are television advertising and public relations. In the PR campaign we organise contests, exhibitions, press conferences and special events in order to create a younger and more vivid image for Renault.
Besides the new idea of personalised interior and exterior design, we continued focusing on traditional attributes, such as safety and comfort.
The marketing plan consists of several elements that are provisional and perhaps negligible in case working with a tight budget.
The execution of the marketing strategy expects to have an impact on the way the younger generation develops opinion on Renault by the end of year 2003.
TABLE OF CONTENTS
TABLE OF CONTENTS2
Political - Legal4
PORTER'S 5 FORCES MODEL8
Threat of entry8
Bargaining power of buyers9
Bargaining power of suppliers10
Threat of substitutes10
THE HUNGARIAN MARKET11
RENAULT IN HUNGARY11
THE KEY ELEMENTS OF THE STRATEGY20
Superior interior design20...